Target to roll out in-store beauty studio concept in September
Target Corp. is ready for its next chapter in beauty.
The retailer is launching a reimagined beauty destination, “Target Beauty Studio,” in more than 600 stores nationwide and on Target.com on Sept. 10. Designed as a one-stop beauty destination, the department will house more than 1,600 products from 90 prestige, emerging and global brands. More than two-thirds of the featured brands are new to Target. (To see the full list of brands, click here.)
The launch follows the end of Target’s collaboration with Ulta Beauty. Last August, the companies announced that they had mutually agreed not to renew the Ulta Beauty at Target shop-in-shop partnership when the current agreement ends in August 2026.
Target said its new beauty destination will feature specialty-level presentations, personalized guidance from dedicated beauty advisors (outfitted in signature uniforms) and exclusive Target Circle offers. A center table will anchor the space and bring brands to life through interactive storytelling and sampling. The space will evolve several times a year to showcase new brands, collaborations and editorial-inspired moments.
The department will also have rotating product features where customers can discover the latest must-haves through "Editors' Picks," "Most Loved" and "Standouts of the Season.” A dedicated minis assortment will give customers easy, affordable way to uncover products.
To kick off the new initiative, Target will hold in-store celebrations on Sept. 26 from 12-4 p.m. local time. The first 100 customers in most Target stores will receive an exclusive Target Circle bonus to shop the new department in store and online, and select stores will offer additional giveaways.
"When guests shop for beauty, they want to pick up their standbys while also exploring what's new and trending, and Target Beauty Studio is designed with that mix in mind," said Amanda Nusz, senior VP of merchandising, essentials and beauty, Target. "It's an inspiring destination to discover what's new, now and next in beauty — and a powerful example of how our merchandising authority comes to life through an elevated guest experience."
Target said its new beauty studio is one example of how the retailer is investing in the distinctive assortment and elevated experience that are central to its plans to return to growth. Earlier this month, Target reported strong second quarter results.
